For Consumer Product Strategy Professionals

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	May 11, 2007 (updated May 30, 2007) Paid Video Downloads Give Way To Ad Models The Industry Must Pull In Mainstream Viewers To Grow Beyond Today's Modest Download Market by James L. McQuivey, Ph.D. with Bradford J. Holmes, April Lawson	Average: 8  (7 ratings)

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Executive Summary

An all-star cast of players premiered online video download services in early 2007. The question of who will dominate is moot since there is no long-term market to master. Sure, a small market is coming: Current downloaders are media addicts who will spend aggressively in 2007, driving revenues up to $279 million from just $98 million last year. The paid download market, however, is ultimately a dead end. To attract mainstream viewers, media strategy executives must develop new business models and delivery mechanisms to make video downloading ad-supported and geek free.

TABLE OF CONTENTS

• Paid Video Downloads Supply Explodes
• New Business Models Will Power The Video Download Market
• Media Strategists: Success In Attracting The Mainstream Is Up To You

WHAT IT MEANS

• Ad-Supported Downloads Drive The Next Big Change In Video Consumption
• Supplemental Material
• Related Research Documents

This is an excerpt

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